e-media: How to Use Electronic Media for Effective Marketing Communications

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9781841160559: e-media: How to Use Electronic Media for Effective Marketing Communications

The internet is the fastest-growing medium in history. From its roots as a computer network for academics and the military, it has become a multi-layered and multi-faceted system of communication. It is also rapidly becoming an important advertising medium which has the unique effect of changing the way other 'traditional' media work.

E-media gathers together over 40 industry experts to provide informed advice about the internet and other digital media. The book is divided into seven broad themes:

* The internet: how it can be used as an effective advertising medium
* Digital consumers: who they are and what they want
* Company web presence: business and content strategy building a site and testing
* Marketing and advertising: how to develop a marketing strategy, different types of campaign and how to measure their effectiveness
* Business issues: e-commerce, databases and the law
* Media owners and how they view the Internet
* Other digital media: TV, radio, kiosks, mobile telecommunications and the future

This practical guide shows how to use the Internet and other digital media effectively and provides detailed campaign advice. It is a must-read for advertisers, agencies, the media and everyone using the Internet as a marketing communication tool.

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About the Author:

Jeremy Swinfen Green is Digital Media Director at the Carat Group, Europe's largest independent media communications agency. His responsibilities include digital media strategy, new service development and co-ordinating digital media services for international clients. He holds degrees from the University of Oxford and City University and is also a director of the International Electronic Publishing Research Centre.

"About this title" may belong to another edition of this title.

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